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Promote meaningful engagement with the Western Family audience

social revamp | visual language
Role Lead Designer
Client Western Family
Project Social Revamp
Agency Thinkingbox

Western Family is a private label brand of Save-On-Foods, a supermarket chain located across Western Canada. Western Family products feature the highest quality ingredients that turn everyday occasions into moments to be savoured.

I lead the visual language development of the revamp. Collaborated with the strategist for the new look and feel so we’re aligned with the concepts; defined the new style guide, and templates for all 4 themes.

the ask

For the last few years, the Western Family voice and tone has been functional and practical. While this has worked in the past, it is time to revamp the social and create a new modern voice, look and feel on all social media.

new persona

Jennifer is a 35-yr old female. She is a web designer, and her stable job enables her to be creative.

She likes to cook, read food blogs, and watch the food network. Her and her partner visit the local farmer's market on Sundays.


Focus groups revealed that customers are not inclined to stop on a post that has recycled or generic imagery. The demographic appreciates creative and aesthetically pleasing content. We decided to develop a consistent social visual language that is purpose-driven, relatable, personable and distinct to boost brand recall. The content works on its own but also as part of a whole. Creative is flexible enough to suit the different themes and media. Lastly, it is an evolution of the Western Family brand.

Family Cookbook

Themed content that shares recipes and protips.

motion graphics by kyle castro

Feature Product

Tactical weekly posts showcasing the product of the week.


Weekly Wednesday contest post for engagement

Family Moments

Connects consumers with the brand through everyday moments that the shopper can relate to.

IG Highlights

New Highlight designs that's consistent with the brand


Social has improved as a whole across all metrics due to elevated content that has kept user engaged with Western Family.

in Story Impressions


Follower increase

increase in Reach

increase in Likes